PROJECTS
While many of our projects are protected by NDAs, we're excited to share the essence, the thinking, and the impact behind what we do.
As we build our portfolio, you'll witness firsthand how we transform ideas into reality and why our clients trust us to make branding that actually matters.
Janmates
CASE #1
When a local online bookstore approached us, they were looking for more than just a facelift. They need a brand that would resonate with book lovers and culture enthusiasts alike.
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Janmates faced low engagement, an unclear brand identity, and no distinct positioning to support future growth. The brand lacked a solid communication style, making it difficult to expand its product catalog or connect meaningfully with its audience. Our task was to create a compelling new brand identity, including a fresh name, visual system, content strategy, and a strong platform for future marketing and collaborations.
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We introduced the bold concept of Cultural Brutalism, blending cultural depth with unapologetic strength. The new name, Janmates, reflected this mindset, merging ‘jan’ (soul) with ‘mates’ (a community of bold thinkers and doers). This foundation shaped a confident tone of voice and the powerful slogan: Built for Badasses — inspiring those who value intellect, grit, and authenticity.
The visual identity combined impactful typography and provocative language, designed to stand out in both digital and physical spaces. To fuel engagement, we built a content strategy that blended book recommendations with cultural events, merch drops, and knowledge-sharing initiatives, positioning Janmates as more than a bookstore, but a movement for those who thrive on ideas and action.
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The rebranding established a solid platform for growth, giving Janmates the logic to expand its catalog and confidently launch new products, events, and collaborations. Early results included a 25% increase in sales, stronger customer engagement, and new partnership opportunities, positioning Janmates as a bold cultural force in Central Asia.
toot
CASE #2
We strategically transformed toot from a discount shoe retailer into a vibrant, empowering style brand. The rebranding shifted perceptions, connecting deeply with a younger, fashion-conscious audience.
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Our challenge was to overcome outdated perceptions of toot as a low-quality, discount-driven brand. We needed to attract younger customers, clearly communicate authenticity, and establish a consistent brand identity that inspires confidence and builds a loyal community.
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We crafted a bold new branding platform built around the powerful insight: True style knows no price tag, summarized in our empowering tagline: Style is you. By clearly defining toot’s mission to help individuals embrace personal style and setting an ambitious vision of making Bishkek a style capital, we established a strategic foundation that resonated deeply with our audience.
The rebranding included a fresh, conversational communication style, vibrant visual identity, inspirational content, targeted marketing campaigns, and a redesigned website. Each element reinforced toot’s transformation from merely selling shoes to becoming a trusted style advisor.
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The strategic rebranding significantly improved toot’s brand perception, especially among younger audiences. Early results indicate stronger community engagement, increased social media interactions, internal team motivation, and a renewed sense of pride in associating with the brand.
JARR
CASE #2
Igniting a Running Revolution
A local running club approached us with grand aspirations. They sought comprehensive branding and positioning support, a clear communications strategy, and innovative ideas to build a strong, vibrant community.
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Our challenge was to transform client's vision into a powerful, cohesive brand that would resonate with urban runners and inspire a citywide movement.
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We embarked on a holistic branding journey, crafting every element to embody the club's spirit and ambitions:
1. We suggested the naming "JARR," a dynamic fusion of the Kyrgyz word "Жар" (meaning "blow up" or "do something extraordinary") and the English "To Jar" (shake things up). This name encapsulates the idea of pushing boundaries and leaving comfort zones to achieve results.
2. We designed a graffiti-style logo featuring a simplistic mountain motif, easy to draw by hand. This urban, edgy aesthetic allows members to mark their territories and fosters a sense of belonging. We incorporated a vibrant pink color scheme to enhance visibility during early morning and late-night runs.
3. We distilled the club's ethos into three core values - Discipline, Community, and Endurance - represented by the three peaks in the logo.
4. Community Identity: We crafted a detailed persona of the ideal JARR member: an urban citizen dedicated to self-improvement and community engagement. This guided our development of motivational messaging to attract new members.
5. Community Building: We created meme packs, catchy taglines, and innovative concepts like a community internet radio for group runs. We also designed group start/finish events and a performance dashboard with rewards to encourage participation and achievement.
6. Merchandise: We designed club merch, including socks and shorts, to boost brand visibility and member pride.
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Our comprehensive branding and community-building strategy transformed JARR from a local running club into a thriving urban movement. The graffiti-style logo and pink color scheme became instantly recognizable throughout the city, with members proudly displaying their affiliation.
The club's membership surged, driven by our targeted messaging and community-building initiatives. The performance dashboard and reward system fostered healthy competition and increased engagement, while group events strengthened the sense of community.
JARR's vision of having half of Kyrgyzstan's adults engaged in regular training, preferably running, is now well on its way to becoming a reality. The club has become a beacon for urban fitness enthusiasts, transforming not just individual lives but the city's entire fitness culture.
Through our strategic branding and positioning, JARR has truly lived up to its name - jarring the city's fitness scene and igniting a running revolution.
Made in KG
CASE #3
A Mark Design Journey
The Chamber of Commerce and Industry in Kyrgyzstan launched an open contest to design a logo for the "Made in Kyrgyzstan" label.
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Our creative agency took on the challenge to create a distinctive mark that would:
Encourage buyers to pay more attention to local products
Be versatile enough to be placed on various items, from small to large
Stand out in the market and promote Kyrgyz-made goods
The design needed to be more than just a logo – it had to be a powerful emblem that could serve as a recognizable mark of quality and origin for Kyrgyz products.
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Our approach to this project was methodical and innovative, consisting of two main phases:
1. Research: We conducted an extensive analysis of similar initiatives in other countries. Our findings revealed that most existing designs were complex, colorful, and heavily incorporated national flags. This approach, while patriotic, posed challenges for application on smaller items. We decided to take a different route – opting for minimalism and simplicity, drawing inspiration from widely recognized marks like the CE (Conformité Européenne) and EAC (Eurasian Conformity) symbols.
2. Design: Our creative team developed a mark with strong visuals and deep, multi-layered meanings:
Base Design: We ingeniously combined the letters 'KG' (Kyrgyzstan's national code) into a single symbol. The upper half represented the top of 'K', while the lower half depicted the bottom of 'G'.
Peace Sign: This combination cleverly formed a pictogram of a hand showing a peace sign, symbolizing Kyrgyz manufacturers' commitment to peaceful and positive customer relations.
Smiley Face: The design could also be interpreted as a smiley face, with 'K's parts representing eyes and 'G's bottom as a mouth, conveying the positive emotions associated with buying Kyrgyz products.
Technical Perfection: The mark was meticulously crafted to be pixel-perfect, with equal-sized top and bottom parts, and a vertical division into five equal parts – a treat for visual perfectionists.
Additional Strengths:
- Avoided clichéd visual elements common in Kyrgyzstan and Central Asia
- Distinct from similar logos of neighboring countries
- Timeless design, not bound by temporary trends
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While our design wasn't selected as the winner of the contest, this project showcases our agency's ability to:
Conduct thorough research to inform our creative process
Create multi-layered, meaningful designs that go beyond surface-level aesthetics
Develop versatile and technically perfect logos suitable for various applications
Incorporate cultural sensitivity while avoiding stereotypical representations
This case study demonstrates our capacity to handle complex branding challenges, even on a national scale. It highlights our innovative approach, attention to detail, and ability to infuse deep meaning into seemingly simple designs. Although we didn't win the contest, we're proud of our submission and the creative process behind it, which exemplifies our agency's commitment to excellence and originality in every project we undertake.